Transforming Automotive Brands Through Connected Services
Innovations in the software-defined vehicle experience are reshaping expectations drivers have after they purchase the car of their dreams. As a result, automotive companies are looking to catch up with this changing landscape. To find out how such companies are adapting to meet these new demands, we sat down with our very own Larry Perrault, Director, Connected Product Strategy. As a leading expert in connected vehicle technology, he discusses the transformative changes sweeping through the automotive industry.
Q: The automotive industry is undergoing a significant transformation. What are the key drivers behind this change?
The automotive industry is absolutely experiencing a major shift, primarily driven by two main factors: rapidly evolving technologies and changing customer expectations. We’re seeing a surge of artificial intelligence (AI) integrated into various aspects of car ownership. This technological advancement has fundamentally altered how customers interact with connected vehicles. Today’s drivers are no longer looking for just a mode of transportation. They’re also seeking personalization and seamless connectivity with every aspect of their driving experience, from mechanics to roadside assistance companies to emergency services.
Q: How has the software-defined vehicle experience evolved in recent years, particularly when it comes to the way customers interact with their cars?
Customer expectations have shifted dramatically. Drivers are now expecting high levels of connectivity and AI-driven personalization as they interact with their vehicles. More and more, AI tools like virtual assistants and recommendation algorithms are being used to advise on routine maintenance needs or improve recall completion more efficiently by directing customers to the correct mechanics and repair centers so they don’t have to do this work on their own. This makes the process more streamlined, which makes for a smoother ownership experience.
Q: With the rise of digital tools, how important is human interaction to someone who already owns a connected vehicle?
While digital tools are growing in popularity and prevalence, human interaction remains crucial in critical moments of the car ownership journey. Drivers still value personal assistance during the initial setup process, and dealers can communicate with their customers through AI-enhanced platforms such as our Connected Care Platform (CCP) to connect them with eligible mechanics and to automatically connect to emergency services after a collision. This hybrid approach, combining data-driven digital support with personalized, hands-on assistance, is key to building trust and confidence, ultimately enhancing the software-defined vehicle experience. It’s about striking the right balance between technological convenience and a human touch.
Q: Safety and connectivity seem to be major priorities for drivers. How are automotive companies addressing these concerns?
Safety and connectivity are indeed top priorities for today’s automotive customers. Features like in-vehicle cameras, collision notification systems, and stolen vehicle recovery systems are high on customers’ wish lists. To meet these expectations, companies are developing advanced connected vehicle technologies. For instance, CCP incorporates essential safety-focused features like Automatic Collision Notifications and Stolen Vehicle Recovery. Drivers also expect their vehicles to integrate seamlessly with their digital lives, offering uninterrupted connectivity and over-the-air service updates.
Q: Looking ahead, what do you see as the most significant challenges and opportunities for the evolving automotive customer experience?
The automotive industry faces both exciting opportunities and significant challenges. On one hand, the connected vehicle services industry is projected to generate over $500 billion in revenue by 2035, presenting enormous growth potential. Companies that invest in connected technologies and customer-centric solutions are likely to lead in this space. However, challenges include keeping pace with rapidly evolving technologies and meeting increasingly complex customer expectations across the globe. That’s why it’s important for automotive brands to prioritize adaptability and deliver personalized experiences while preparing for future innovations in the user interface.
With the automotive landscape rapidly changing to meet the demands of today’s drivers, many companies are looking to provide an exemplary in-car experience. The effects of this are two-fold: drivers feel more like a valued customer instead of a number, and automotive companies in turn will see themselves rise above the competition by catering to customer expectations. When more automotive companies embrace AI-powered platforms such as CCP, everyone wins.
